Four, seven-point Likert-type items are used to measure a person's relative attitude toward two versions of a product that differ in their targets: one made for a global market and the other made for the local market.
The perceived heaviness of an object is measured in this scale using three, nine-point bi-polar adjectives.
The purpose of this scale is to measure the degree to which a consumer includes some important brands in his/her self-concept. Eight, seven-point Likert-type items are used to measure the construct.
With five, seven-point items, this scale measures the degree to which a consumer believes a customized version of a product is better in various ways compared to the standard version. The scale was called delta benefit by Franke, Keinz, and Steger (2009), referring to the increase in benefits that occurs when a product is changed to be more like the customer desires.
The scale uses six, seven-point items to measure the probability that a consumer perceives the purchase of a specified product to be associated with a mixture of six types of losses.
This three-item, seven-point bipolar adjective scale is used to measure the perceived quality of an audio/video product. The specific product used in the experiment by Gotlieb and Sarel (1992) was a VCR but the items would appear to be suitable for examining a variety of audio/video products such as televisions, DVD players, video game consoles, et cetera.
This is a three-item, five-point scale measuring the purchase-related importance of the belief that a specified product may not be enjoyed after its purchase as much as expected.
This is a three-item, seven-point, Likert-type scale measuring the degree to which a consumer believes that the quality of brands in a particular product category can be judged adequately by visual inspection rather than actual trial.
This four-item, seven-point scale is used to measure a person's perception of the performance quality of a product compared with other brands in its product class. The authors viewed performance as having two dimensions: breakdown and non-breakdown related (Boulding and Kirmani 1993). This scale was used to measure the latter dimension.
This five-item scale is purported to measure the perceptions of quality that a consumer has about a product he/she is knowledgeable of. The measure was referred to as perceived quality indicators by Dodds, Monroe, and Grewal (1991).
